Transcript Chapter One
Expectations for Class! Success is communicating… 1-2 What is important ! Read your assignments completely Review ALL of your announcements: Material to make your life easier is there Important info each week Read my email – I read yours… Read the Late Assignment Information: 3 Silver Bullets…(No Penalty) Need to communicate before Midnight on the day due! Late assignment due by end of following week Does NOT apply to Final Projects or Final Exams Each Week runs from Wednesday to Tuesday @ Midnight 1-3 Success in the Classroom APA – Use the Quick Reference in Doc Sharing and Watch The Video: I will not accept assignments not in APA No Excuses for loosing points REFERENCES ARE REQUIRED – Minimum of 2 Discussions and Web Field Trips are multiple questions: Make sure you are providing a complete response Use the example in the Announcements References ARE REQUIRED – Minimum of 1 1-4 What is Important to ME! Your SUCCESS, Plain and simple! HOWEVER, you have to take COMPLETE RESPONSIBILITY for your actions in the classroom! 1-5 Let’s Have Fun ! Introduction to Marketing Research vddf 6 1-7 Redefining Marketing Research The American Marketing Association (AMA) redefined Marketing Research as: The function which links the consumer, the customer, and public to the marketer through INFORMATION 1-8 Redefining Marketing Research Used to identify and define market opportunities and problems Generate, refine, and evaluate marketing performance Monitor marketing performance Improve understanding of marketing as a process 1-9 Definition of Marketing Research Marketing research is the systematic and objective identification collection analysis dissemination and use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing. 1-10 Market Research Specifies the information necessary to address these issues Manages and implements the data collection process Analyzes the results Communicates the findings and their implications 1-11 Classification of Marketing Research Problem Identification Research Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research. Problem Solving Research Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research. 1-12 A Classification of Marketing Research Fig 1.1 Marketing Research Problem Identification Research Market Potential Research Market Share Research Market Characteristics Research Sales Analysis Research Forecasting Research Business Trends Research Problem Solving Research Segmentation Research Product Research Promotion Research Distribution Research 1-13 Marketing Research Process Step 1: Problem Definition Step 2: Development of an Approach to the Problem Step 3: Research Design Formulation Step 4: Fieldwork or Data Collection Step 5: Data Preparation and Analysis Step 6: Report Preparation and Presentation 1-14 The Role of Marketing Research Fig 1.2 Customer Groups • • • • Consumers Employees Shareholders Suppliers Uncontrollable Environmental Factors Controllable Marketing Variables Marketing Research •Product •Pricing •Promotion •Distribution Assessing Information Needs Providing Information Marketing Decision Making Marketing Managers • Market Segmentation • Target Market Selection • Marketing Programs • Performance & Control •Economy •Technology •Laws & Regulations •Social & Cultural Factors •Political Factors Selected Marketing Research Career Descriptions 1-15 Fig 1.4 Vice-President of Marketing Research: The senior position in marketing research. The vice president (VP) is responsible for the entire marketing research operation of the company and serves on the top management team. This person sets the objectives and goals of the marketing research department. Research Director: Also a senior position. The research director has the general responsibility for the development and execution of all the marketing research projects. Assistant Director of Research: Serves as an administrative assistant to the director and supervises some of the other marketing research staff members. (Senior) Project Manager: Has overall responsibility for design, implementation, and management of research projects. Statistician/Data Processing Specialist: Serves as an expert on theory and application of statistical techniques. Responsibilities include experimental design, data processing, and analysis. 1-16 Selected Marketing Research Career Descriptions Fig 1.4 cont. Research Director Vice President of Marketing Research • • Also part of senior management Part of company’s top • Heads the development management team • • Directs company’s entire market and execution of all research operation research projects Sets the goals & objectives of the marketing research department Assistant Director of Research •Administrative assistant to director •Supervises research staff members Senior Project Manager • Responsible for design, implementation, & research projects 1-17 Selected Marketing Research Career Descriptions Fig 1.4 cont. Senior Analyst • Participates in the development of projects • Carries out execution of assigned projects • Coordinates the efforts of analyst, junior analyst, & other personnel in the development of research design and data collection • Prepares final report Analyst Statistician/Data Processing • Handles details in execution of project • Designs & pretests questionnaires • Conducts preliminary analysis of data • Serves as expert on theory and application on statistical techniques • Oversees experimental design, data processing, and analysis Junior Analyst Fieldwork Director • Secondary data analysis • Edits and codes questionnaires • Conducts preliminary analysis of data • Handles selection, training, supervision, and evaluation of interviewers and field workers 1-18 Careers in Marketing Research Career opportunities are available with marketing research firms (e.g., AC Nielsen, Burke, Inc., M/A/R/C) Careers in business and non-business firms and agencies with in-house marketing research departments (e.g., Procter & Gamble, Coca-Cola, AT & T, the Federal Trade Commission, United States Census Bureau) Advertising agencies (e.g., BBDO International, Ogilvy & Mather, J. Walter Thompson, Young & Rubicam) Positions: vice president of marketing research, research director, assistant director of research, project manager, field work director, statistician/data processing specialist, senior analyst, analyst, junior analyst, and operational supervisor.